The company, which is aiming to bring about a ‘studio model’ in the creator economy business, has onboarded many creators whose total monthly viewership across social media platforms is more than one billion & cumulative subscriber base is over 50 million, according to a release.
Content viewership has witnessed a sea of change in recent years, as there is a strong focus on meaningful value from the content viewed, instead of passive, viewing. With that view, the company is focused on key 16 content categories which make up over 80% of social media viewership. The first set of creators features five of these categories which include automobile, travel, people & Vlogs, science & facts and food & drink.
Digital content creators face multiple challenges including – a lack of structured banking & financial assistance, no proper creative & production support, no business intelligence to grow scientifically; and thereby the market stays unorganized and does not produce many professional creators. And then there is the pressure to constantly create content. Most creators are hobby/passion creators turned into circumstantial entrepreneurs. Management of all of these aspects of the content business is a daunting task for the creators.
“Reinventing themselves in every new video is a constant challenge that creators face,” said Devdatta Potnis, CEO Animeta, “and we are developing a content strategy engine to primarily address that creator problem. We come on board as exclusive partners, providing the entire media, brand, strategy, financial & content muscle so that the creators can only focus all their energies only on the one thing they love to do which is creating content.”
The first list of Animeta exclusive creators include – Lakhan Rawat and Neetu Bisht Rawat of the Lakhneet Vlogs fame, a fun Indian couple who love to prank each other, create daily vlogs with their family and give couple goals to their audience; Faisal Khan – founder of Motorbeam & FK-R, automobile creator; Gaurav Thakur, one of India’s biggest Youtube Educators, the founder of GetSetFly Media, known for his content around science, space, technology & facts; Manoj Malhotra a vlogger who has covered 50 countries in the last 14 years & is known for his Youtube channel – Travelling Mantra & food channels FoodieWe, created by the trio Onkar, Mukti and Gautam, who create playful and energetic content around food challenges and contests.
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“Each of the creators comes with a unique edge and Animeta will ensure that we make them grow holistically,” said Animeta COO, Vipasha Joshi.Animeta has been founded by Anish Mehta & and its founding investors include Rajesh Kamat, managing director of KKR’s Asian media & entertainment platform, Emerald Media and Sameer Manchanda, a serial media entrepreneur.